A hush-hush industry.
A stigma nobody wanted to talk about.
And a tiny brand daring to break the silence.
It all began as a small idea when lingerie shopping was more of a whispered secret than a fun outing. One day, the founding team realised that Indian women deserved better than ill-fitting bras and awkward conversations at male-run shops.
They had no intention of being just another undergarment brand; they wanted to give women the joy of choosing styles, colors, and fits that felt downright exciting. And so, in 2013, a bold little startup from Noida set out to rewire an entire industry.
Meet Pankaj Vermani, Founder & CEO of Clovia, the D2C lingerie brand that’s sending shockwaves through a ₹50,000 Cr Indian market.
Clovia’s approach was radical.
Instead of pushing the same old beige and black, they said, “How about polka dots, bright florals, and special cuts for every body type?”
While skeptics muttered about taboo topics, Clovia marched ahead and launched an online store that invited women from every nook and cranny of India to shop minus the discomfort.
The pandemic forced everyone indoors, but that only amplified the need for comfortable, reliable clothing.
Clovia capitalised on the moment by focusing on loungewear, activewear, and cozy nightwear. Women who once endured underwires all day suddenly wanted a bralette they could lounge in.
Clovia’s online sales soared.
By FY20, they had already recorded a 50% growth over the previous year, and 85% of their sales were coming from digital channels.
As physical stores shut doors, Clovia’s website and mobile app kept rolling. Shoppers discovered the joys of having intimate-wear delivered discreetly at home.
The brand’s D2C model looked like pure genius.
And it didn’t hurt that they also built an agile supply chain that let them churn out new styles in small batches, cutting down waste and capital risk.
An absolute game-changer. Clovia has been thriving since then, and how?
Over 5 Mn women have tried Clovia. They aim to reach 50 Mn in the next four years.
Take a look below.
Most of this growth is driven by e-commerce.
About 65-70% of sales come from online channels, thanks to a strong digital presence and user-friendly interface.
But offline is catching up too.
They operate over 70+ exclusive brand outlets (EBOs), and have a presence in 2,000+ multi-brand outlets (MBOs) and around 600 large format stores (LFS).
Now, they move between 600,000 to 700,000 pieces every single month, which is about 1 item sold every 3 seconds.
Clovia built in-house algorithms to predict demand, manage inventory, and even guide sizing.
A standout is the Bra Fit Test.
Five quick questions about body shape, comfort preferences, and usage, and voilà—the perfect bra size is recommended.
This has a 70% conversion ratio and leads to 5X customer LTV compared to direct product browsing.
Behind the scenes, Clovia crunches over 1,000 data points—fabric types, color trends, raw materials, return rates, and user feedback.
Their intelligence system then suggests what to produce next.
As a result, 75% of their inventory is under 30 days old. That means fresh designs hit the store almost every week.
From raw material sourcing to final packaging, Clovia tracks each step digitally.
Factory partners use a custom app to update real-time production data.
Their teams can spot bottlenecks in minutes.
This approach keeps costs lower, margins higher, and customers happier.
India is more than just its metros.
Clovia recognised that.
They discovered an underserved market in tier-2 and tier-3 cities, where women had limited access to trendy intimatewear.
By focusing on online channels and strategic offline pop-ups, they captured these regions.
Almost 65% of their revenue now comes from non-metro areas.
Interestingly, the average order value from smaller cities is 20% higher than from metros.
Why? Because customers there love to buy in bulk once they trust a brand.
Clovia has always been about ‘joy.’
To amplify that message, they roped in youth icons like Shraddha Kapoor and Manushi Chhillar.
These ambassadors embody confidence, fun, and a sense of authenticity that resonates with the brand’s core audience—women who value comfort, style, and happiness all at once.
On social media, Clovia stands out by turning everyday problems into lighthearted jokes. Their “let’s talk bras!” approach is direct.
They focus on real bodies, real stories, and real solutions.
This authenticity has amassed a loyal following of 444K+.
In March 2022, Clovia found a powerful partner: Reliance Retail.
Reliance acquired an 89% stake in Clovia’s parent company, Purple Panda Fashions, through a combination of primary investment and secondary share purchase.
This deal catapulted Clovia into a new league. It joined the ranks of Zivame and Amante, other intimatewear brands Reliance had snapped up.
Now, with Reliance’s operational might and extensive retail network, Clovia has the resources to scale faster.
They’re exploring more product categories and also eyeing expansions into global markets.
Given the synergy between their in-house tech, predictive analytics, and ongoing product expansions, the goal of acquiring 50 Mn customers isn’t a pipe dream.
With Reliance fueling offline growth, and the brand’s consistent digital traction, Clovia has carved itself a prime seat at India’s retail table.
At the core of it all is a simple principle: if you solve real customer problems—such as poor lingerie fittings—and add a splash of joy, people will pay attention.
Clovia’s story is living proof that sometimes, the quietest corners of an industry are where the loudest success echoes.
Now, with one foot firmly in Indian hearts and the other stepping into new geographies, Clovia seems poised to keep that momentum going for a long time to come.
Ever wondered how those oh-so-delicious dips, sauces, and juices find their way to your kitchen?
Well, buckle up, because today we’re diving deep into the story of Wingreens World – a tale of flavor, innovation, a whole lot of heart, hundreds of crores in revenue every fiscal year.
Anju Srivastava, founder of Wingreens World, embarked on her entrepreneurial journey serendipitously in 2009.
After returning to India from a stint in the US, she sought a challenging venture that would contribute to the country.
Anju began by renting a small plot of land and experimenting with various herb varieties. This was the beginning of Wingreens.
Today, Wingreens is a house of brands thriving with exponential growth 🔥
The products were launched, but not moving from shelves.
The brand sought to expand its market reach and optimise its sales operations.
However, challenges arose:
▶️ limited visibility into sales performance across a vast network of kirana stores,
▶️ inefficient manual processes hindering sales productivity, and
▶️ the need for a flexible solution to navigate the complexities of a diverse market
To address these challenges, Wingreens partnered with a leading third-party sales force automation platform. This collaboration proved to be a game-changer.
🔥 A 160% jump in outlet coverage.
🔥 A 105% increase in Unique Productive Calls.
🔥 A 170% increase in Average Order Quantity.
🔥 A 219% increase in Retailing Time
By leveraging the cutting-edge platform, Wingreens empowered its sales force with real-time visibility into sales performance, inventory levels, and market trends and optimised sales strategies and drove sustainable growth across its expanding portfolio.
Built on the premise and promise of quality, Wingreens was winning hearts. And there could not have been a better time to expand their product portfolio. So, they did!
With acquisitions and an NPD framework, they ventured into new product lines.
Wingreens Farms: The OG. Creamy dips, zesty sauces, and crunchy snacks that will make your taste buds sing. This is where it all began.
Raw Pressery: Raw Pressery brings you the finest cold-pressed juices, almond milks, and more.
Wingreens Harvest: To enter into breakfast cereals and snack bars. Made with ancient grains and wholesome ingredients.
Saucery: Culinary creations with exquisite sauces, dips, and spreads.
The goal now was to elevate digital presence with a robust D2C platform.
And now the challenge was accommodating a growing portfolio of brands – including Raw Pressery and Monsoon Harvest.
Recognising the limitations of their existing e-commerce platform, Wingreens embarked on a journey to create a truly exceptional digital experience.
They sought a solution that could seamlessly integrate with their expanding brand portfolio, providing a unique and personalised shopping experience for each.
The team embarked on a comprehensive platform overhaul, leveraging the power of a leading enterprise-grade e-commerce platform. They embraced a headless architecture, decoupling the frontend from the backend, enabling greater flexibility and faster development cycles.
✅ A Multi-brand Experience: Each brand within the Wingreens family now enjoys a unique online presence, reflecting its distinct identity and product offerings
✅ Lightning-fast Performance: A PWA (Progressive Web App) ensures a seamless and engaging user experience, with blazing-fast load times and offline functionality
✅ Zipcode-based Availability: The platform leverages sophisticated algorithms to ensure accurate product availability based on customer location
This cutting-edge platform has empowered Wingreens to boost conversions, enhance customer satisfaction, and solidify its position as one of the front-runners in the category.
Wingreens understands the importance of building strong relationships with its customers.
Through engaging social media campaigns, interactive content, and personalised experiences, the brand fosters a loyal community of food enthusiasts.
Social Media Engagement: Wingreens actively engages with its audience on social media platforms, sharing recipes, tips, and behind-the-scenes glimpses into the brand’s journey.
Customer Feedback: The company actively seeks and incorporates customer feedback to continuously improve its products and services.
Community Building: Wingreens participates in various community initiatives, demonstrating its commitment to social responsibility and building strong relationships with its stakeholders.
With a strong foundation, a commitment to innovation, and a passionate team, Wingreens World is poised for continued growth and success.
The future holds the promise of international expansion, reaching new markets and captivating a wider audience. Furthermore, the company will continue to innovate, introducing a stream of exciting new products that cater to evolving consumer preferences.
And, unwavering in its commitment to sustainability, Wingreens will prioritise environmentally conscious practices throughout its operations.
In FY24, RENÉE Cosmetics made a gutsy move.
They spent ₹100+ Cr on advertisements, promotions, and optimising them.
Their goal wasn’t just growth—it was domination.
“We didn’t want to follow the market,” says CoFounder Aashka Goradia Goble. “We wanted to create it.”
This massive spend wasn’t a shot in the dark. It was a calculated risk, engineered to:
🔥 Build a nationwide presence
🔥 Capture attention in an ultra-competitive market
🔥 Achieve exponential growth
Every penny of that ₹100 Cr was part of a master plan.
It all started when Google Ads let them down.
RENÉE tried playing the Google Ads game solo. But the lack of optimisation had cost them big in the past. The campaigns weren’t reaching the right audience, and ROAS was stuck below 2.
Every ad felt like throwing money into a void.
That’s when they partnered up with a Google Premier Partner and audited existing campaigns—every number, every keyword, every penny spent.
What they found was a goldmine of missed opportunities. They optimised, retargeted, and tested tirelessly.
Then, invested heavily in ads, but not just any ads.
They rewired their entire Google Ads strategy, targeting the right audience with precision.
💠 ROAS jumped from 1.7 to 3, delivering a 65% improvement in returns
💠 Revenue doubled, growing by 120% in just three months
Every customer interaction mattered. RENÉE used cutting-edge tools like AR filters to let customers “try on” products virtually.
Their website became a conversion powerhouse, blending personalised recommendations and seamless checkout.
The result? A 33.97% drop in total advertising cost of sales.
Cart abandonment wasn’t just a pain point; it was a revenue leak. RENÉE plugged that hole with personalised retargeting campaigns on WhatsApp.
They re-engaged potential customers, offering tailored nudges and discounts.
The payoff was massive:
✳️ 5,703 carts recovered
✳️ A jaw-dropping 171x ROI
✳️ 63.56% conversion rate on follow-ups
They’ve collaborated with some of the most recognisable faces in India to amplify their bold and fearless message.
From glamorous film stars to relatable influencers, RENÉE’s ambassadors embody the brand’s mission of empowerment and self-expression.
These ambassadors aren’t just faces—they’re extensions of RENÉE’s philosophy. They’ve turned ordinary campaigns into viral sensations, driving not just visibility but also conversions.
Makeup isn’t just bought; it’s experienced. RENÉE understood this and launched 500+ shop-in-shop outlets across India.
From malls to airports, they put their products where customers could see, touch, and try them.
▶️ Built a network of 2,500 retail stores
▶️ Maintained a 60:40 online-to-offline revenue ratio, with plans to hit 50:50 soon
This was 2018 – the make-or-break year for Atomberg!
It’s not just the marketing. RENÉE’s innovations keep customers hooked.
Their FAB 5-in-1 Lipstick became an instant hit—five shades in one sleek stick.
The Madness pH Gloss? A color-changing formula that adapts to your skin tone.
Each product is designed to be both functional and fabulous, meeting consumer needs while standing out on shelves.
And they’re not stopping. RENÉE is set to launch new products every quarter, keeping their catalog fresh and exciting.
RENÉE isn’t slowing down. With a ₹500 Cr revenue goal in sight, they’re ready to expand both domestically and globally.
A tiny startup, buried under debt, fighting against industry giants. Sounds impossible, right?
But this was the reality of Atomberg!
In 2015, founders Manoj Meena and Sibabrata Das bet on a dusty, ignored market—ceiling fans.
Skeptics laughed.
But Manoj and Sibabrata didn’t flinch. They said, “Watch us!”
Off they went and disrupted a ₹9,000 Cr market with energy-efficiency.
From near bankruptcy in 2018 to ₹848 Cr ARR in FY24, Atomberg stirred the D2C world with some serious waves, literally!
What began as a tech consulting venture at IIT-Bombay translated into multiple failed ideas. Dwindling savings later, they stumbled upon a goldmine—the Indian ceiling fan market.
An opportunity for the taking.
But they faced rejection.
VCs didn’t believe in them.
“Fans don’t sell online.”
“You can’t compete with Havells or Crompton.”
“Stick to something easier.”
Retailers slammed their doors.
Legacy brands were ignoring innovation. Atomberg didn’t.
While others sold basic motors, Atomberg’s consumed just 28 watts of power, compared to the industry average of 75.
Their pitch was simple: save up to ₹2,500 per fan every year on electricity bills.
Orders poured in.
Tata Group, Infosys, and Indian Railways joined the roster.
Atomberg was selling up to 2,000 fans per order.
But fans for institutions only scratched the surface—just 10% of the fan market.
For the lion’s share, they had to crack the B2C market!
This was 2018 – the make-or-break year for Atomberg!
Small, sleek, energy-efficient, and loaded with a futuristic BLDC motor. Even their sales team doubted it.
“Kya ye hawa dega? Kya ye bikega?”
Turns out, it did!
The first sale took months, but they aced the game by obsessing over one thing—customer delight.
No service centers? No problem.
They offered a no-questions-asked return policy. Got feedback? Innovated fast.
Renesa became a smash hit.
Over 3 Mn units sold, and today Renesa is just one of their 20+ product models.
Atomberg redefined what a fan could do.
When the incumbents finally woke up, it was too late.
Atomberg had already captured the premium fan market. Their fans didn’t just save electricity—they saved money.
In just 2.5 years, consumers recouped the extra cost of an Atomberg fan through lower electricity bills.
And their fans looked good. Compact designs, luxurious finishes, and IoT compatibility turned boring appliances into lifestyle products.
And, that laid the foundation of what Atomberg would go on to achieve as a D2C brand.
🔥 ₹848 Cr Revenue in FY24
🔥 6 Mn+ units sold
🔥 1 Mn+ monthly manufacturing capacity
Legacy players were poured crores into traditional ads and Atomberg chose precision over pomp.
They dominated the SEO arena.
By focusing on niche keywords like “BLDC fans” and “energy-efficient appliances,” they shot to the top of search results.
Consumers searching for modern, eco-friendly fans found Atomberg first.
Social media? They nailed it too.
Relatable content about energy savings, quirky fan designs, and live demos created buzz that money couldn’t buy.
The brand’s storytelling approach turned everyday products into aspirational must-haves.
Word-of-mouth became their secret weapon. Satisfied customers raved about their savings and sleek designs, driving 10% of Atomberg’s sales.
But the real masterstroke was their hybrid retail strategy.
They dominated online platforms like Amazon and Flipkart while scaling to 7,000+ offline retail points.
This built trust, especially in Tier 2 and Tier 3 cities, where people still want to ‘see it to believe it.’
Fans were just the beginning.
Atomberg’s MG 1 isn’t your regular noisy grinder.
It’s quieter, more efficient, and sleek enough to Instagram.
Launched in 2022, it’s already winning hearts in Mumbai, Bengaluru, Chennai, and Kochi.
But they’re not stopping there. Smart locks are next.
Fingerprints, PIN codes, and security so tight even Mission Impossible would approve.
Their state-of-the-art Pune facility can now churn out 750,000 fans and 25,000 mixers monthly.
Who’s to say Atomberg won’t become a dominant player in India’s ₹1,20,000 Cr home appliances market?
Until the next one!
Prateek Kedia was a corporate warrior.
60-hour work weeks, stress, and bad eating habits consumed him. His answer? Yoga.
But his first yoga class wasn’t just a wake-up call for his body—it was a business revelation. After struggling to find a decent yoga mat that was both functional and beautiful, Prateek knew he wasn’t alone.
The pandemic pushed everyone indoors. Mental health took center stage. Home fitness exploded. For Prateek, this was a golden opportunity.
“I realised that most yoga mats in India lacked quality. They smelled of plastic, didn’t last, and were boring,” recalls Prateek.
With a ₹5 Lakh investment, he imported 400 yoga mats, listed them on Amazon, and priced them at ₹1,000–₹1,200. The mats sold out within weeks.
This was validation.
Thus the foundation stone for Wiselife was laid with 85% Made-in-India products and a warehouse in Gurgaon.
Wiselife’s big break came on Shark Tank India Season 3.
Prateek pitched Wiselife as the brand solving India’s yoga needs with premium, eco-friendly products.
Leaving Namita Thapar, Aman Gupta, Anupam Mittal, and Ritesh Agarwal impressed, Prateek raised ₹1.2 Cr for a 4% stake.
But what he truly built was a following for his brand – that too on national television.
The impact was immediate.
Wiselife went from 300 daily orders before Shark Thank to 1,500 daily orders after.
This 5X surge cemented Wiselife’s position in the market. Now the brand is thriving today with 5+ Lakh consumers and 3X revenue growth every fiscal year.
India’s yoga mat market is crowded, with giants like Decathlon and Cosco dominating. Yet, Wiselife carved a niche.
Premium Material: The brand uses TPE (thermoplastic elastomers) instead of harmful PVC. TPE mats are eco-friendly, durable, and safe for health.
A Thoughtful Design Language: Unique prints like Surya Namaskar motifs and mandalas elevate the aesthetic appeal.
Customer-Centric Products: Based on user feedback, Wiselife created foldable mats, travel-friendly bags, and mats with better cushioning for the knees.
“We didn’t just sell mats. We sold experiences,” says Prateek.
Prateek Kedia isn’t just the founder of Wiselife—he’s also a proud graduate of D2CX Cohort 2.
“D2CX gave me mentors and networks that opened doors I didn’t know existed,” shares Prateek.
Through hands-on workshops and access to a thriving community of fellow founders, D2CX provided the frameworks that helped Prateek scale Wiselife.
And he’s not alone. Fellow D2CX founders have collectively created ₹500+ Cr in value, proving that collaboration beats competition any day.
Here’s Prateek with his D2CX Cohort 2 fellows—a community as driven as he is:
For Wiselife, marketing isn’t just about selling. It’s about building trust.
So, frugal marketing works for the brand. Why spend more when you can do it with less, right?
Influencer Collaborations: Partnered with 500+ fitness influencers to amplify brand awareness.
Community Building: Engaging content on social media, from yoga tips to live sessions.
Product Drops: Every three months, Wiselife introduces new designs or products, keeping customers hooked.
This multi-channel strategy ensures Wiselife stays top of mind for its audience. And, customers adore the brand!
Wiselife isn’t stopping at mats. The brand recently launched a women’s yoga wear range.
“Our fabric has 27% spandex, offering unmatched stretch and durability,” shares Prateek.
The goal? Compete with players like BlissClub and Nykaa, while offering something unique—premium quality with subtle prints.
With this launch, Wiselife aims to:
🔥 Double-down on brand premiumisation
🔥 Take a larger piece of the market share
🔥 Drive revenues to ₹27 Cr in FY25.
In 2013, Viraj Bahl found himself at the lowest point of his life.
After shutting down his restaurant chain, Pocket Full, the second-generation entrepreneur had lost almost everything.
Yet, instead of giving up, Viraj took a leap of faith that would change the face of India’s condiment industry.
With a small plot of land in Neemrana, Rajasthan, he launched Veeba, a brand that has since become a staple in kitchens across the country, boasting 👇
🔥 ₹1000 Cr revenue in FY24
🔥 A distribution network spanning 700+ pincodes
🔥 A product portfolio of 300+ SKUs
Starting with B2C can be brutal. Viraj knew this.
So, Veeba took the back door and targeted B2B first.
He focused on supplying high-quality sauces and condiments to QSR chains, targeting giants like Domino’s, KFC, Starbucks, and Pizza Hut. A strategic masterstroke!
This helped Veeba secure consistent cash flow, allowing the business to stabilise and scale.
Three wins here 👇
💠 Steady demand, giving the financial runway to grow without relying on retail sales
💠 Ramp up to international quality standards, which later became Veeba’s USP
💠 Invaluable insights into consumer preferences
Though B2B now contributes only 8% to Veeba’s total revenue today, it laid the foundation for the brand’s success.
This was the time when traditional tiffin boxes started getting replaced by quick, convenient meals like sandwiches, salads, and pasta.
Millennials and Gen Z, exposed to global cuisines and lifestyles, were driving demand for sauces and condiments that cater to these modern preferences.
Viraj was one of the first ones to identify this shift – remember the third point from the QSR section?
He realised that condiments were no longer just side dishes; they were central to the dining experience.
The salad dressing market was growing leaps and bounds, and Viraj was at the right place at the right time.
He capitalised on this opportunity by creating sauces that combined global flavors with a desi twist—like Tandoori Mayo and Schezwan Chutney.
This marked the start of the Veeba revolution!
Viraj’s approach to product development is simple: don’t be a “me-too” brand.
The sauces are crafted to stand out, whether through unique flavors or health-focused formulations. This commitment to innovation has helped the brand maintain its competitive edge in a crowded market.
Products like eggless mayonnaise also appealed to India’s vast vegetarian population, cementing Veeba’s place in the category.
When Veeba entered the retail space, it didn’t follow the typical path of launching in metro cities first.
Instead, it began in Tier-2 towns like Chandigarh and Ludhiana, which allowed the brand to establish itself in smaller markets, where competition was less intense, and distribution was easier to manage.
The strategy paid off.
Today, Veeba generates 70% of its revenue from general trade, with modern trade and e-commerce accounting for the rest.
The brand has also expanded its reach to international markets, including the USA, Singapore, and Australia, positioning itself as a global player in the condiment industry.
Veeba dedicates 20% of its revenue to marketing, with 80% of that budget going toward television campaigns.
Campaigns like Aaj Kya Khaoge? have made Veeba a household name, while cooking shows like Veeba Cook-Off have turned its products into kitchen essentials.
Social media also plays a crucial role in Veeba’s success.
The brand’s platforms are filled with engaging content, from recipes and tips to behind-the-scenes glimpses of its innovation process.
This multi-channel approach has helped Veeba build a loyal community of consumers who see it as more than just a sauce brand.
Viraj plans to invest heavily in R&D to drive product innovation and expand its footprint in both domestic and international markets.
New product launches are on the horizon, with a focus on categories like snacks, beverages, and even biscuits.
The goal isn’t just to grow—it’s to lead – and their growth clearly depicts so.
Veeba aims to set new benchmarks in the FMCG sector, redefining what it means to be a homegrown success story.
The next time you dip into a bottle of tandoori mayo or drizzle peanut butter on toast, remember this 👇
You’re not just tasting a condiment; you’re tasting the spirit of a brand that refused to give up.
When beauty brands think inclusivity-first, revolutions are born!
That’s the story of FAE Beauty – a D2C brand that has been making waves in BPC since its inception.
When Karishma Kewalramani launched FAE in 2019, she wasn’t just creating a brand – she was rewriting the narrative of what beauty should be.
From celebrating stretch marks to normalising acne, FAE embraces every beauty-mark unapologetically.
With bold campaigns, relatable products, and a strong inclusivity mission, this D2C brand has been incrementally connecting with its audience.
Karishma laid bare an ambitious vision: redefining beauty with inclusivity, authenticity, and sustainability at its core.
The sharks were hooked, and so was the nation. With bold campaigns, clean beauty formulations, and a commitment to serving every skin tone and type, FAE Beauty’s story resonated far beyond the boardroom.
Shark Anupam Mittal hailed FAE’s innovative approach, underscoring its massive market potential. But then Aman Gupta and Namita Thapar sealed the deal putting in INR 1 Cr at a valuation of INR 66.5 Cr.
FAE’s marketing doesn’t follow trends; it sets them.
Their #nosuchthingas campaign made waves by transforming labels like “too basic” into empowering product names. It wasn’t just marketing—it was a movement.
Unfiltered visuals challenge traditional beauty norms. Think untouched images, authentic skin tones, and models that reflect its audience. It’s beauty, raw and real, packaged for a generation fed up with filters.
FAE’s checkout process was once a bottleneck. It took 3 minutes to complete—far too long for today’s shoppers.
They incorporated Razorpay’s Magic Checkout!
Pre-filled forms now cut the time to under 30 seconds. COD intelligence blocks high-risk orders, reducing unfulfilled deliveries.
RTO rates? Down by a third.
This is just one instance. With resilience, grit, and perseverance, Karishma has been scaling FAE since 2019 and incrementally.
The Desi Drink Lip Balm range, with shades like Noice Nimbu and Real Nariyal, blends fun with flavor.
Every product feels like a memory wrapped in modernity. Customers don’t just buy lip balm; they buy a slice of their childhood.
For FAE, inclusivity isn’t a trend. It’s a promise. Every product, campaign, and message is crafted to make everyone feel seen and celebrated.
From featuring queer representation to designing gender-neutral packaging, FAE ensures that beauty truly is for all.
Campaigns feel personal, thanks to influencer-driven user content. It’s beauty that belongs to everyone—exactly as they are.
But it isn’t just inclusivity that’s propelling FAE forward. A lot has to do with building relativity and creativity.
Expansion is inevitable. FAE plans to enter 10+ international markets by 2025. The focus? Makeup that’s inclusive, high-performing, and trendsetting.
Pop-up stores will bring the brand closer to customers, turning digital loyalty into offline experiences.
Karishma Kewalramani’s vision remains unchanged: to make beauty safe, accessible, and genuinely inclusive.
When Harini Sivakumar struggled to find chemical-free skincare for her son with special needs, she didn’t just stop searching—she started creating. With no background in chemistry or business, Harini threw herself into formal training, researching formulations, and understanding market gaps.
This is the inception story of Earth Rhythm.
What began as a line of handmade soaps and body butters soon evolved into a tech-forward beauty brand with over 250 SKUs, including haircare, serums, sunscreens, and makeup. By 2022, Earth Rhythm had shipped its products to 7.8 lakh customers, opened 12 pop-up stores, and even expanded internationally to the Middle East.
The Growth Spurt 👇
💠 Revenue surge from INR 24.5 Cr in FY23 to INR 30.7 Cr in FY24
💠 Growth rate of 20%
💠 Plans to operate in 10+ countries and have a revenue mix equally split between domestic and international sales
Let’s dive into how this eco-conscious trailblazer is capturing hearts—and market share.
In-House Formulations: Unlike many brands, Earth Rhythm develops its products in-house with trained chemists, ensuring efficacy backed by scientific research.
Clinical Transparency: As the first Indian beauty brand to invest in independent clinical trials, Earth Rhythm assures customers of its claims.
ECOCERT & PETA Approvals: Each product is certified organic, cruelty-free, and eco-friendly, reflecting a commitment to quality and ethics.
“Our labels tell the full story because we believe consumers deserve to know what they’re using on their skin,” said Harini in an interview.
Running a D2C beauty brand is no cakewalk, especially when navigating the labyrinth of logistics. From managing inventory to ensuring seamless last-mile delivery, the challenges can pile up fast. But Earth Rhythm turned these hurdles into opportunities.
Here’s how 👇
By centralising production, packaging, and shipping operations, the brand minimises errors and ensures consistency in delivering the premium experience that customers expect.
Earth Rhythm has strategically set up multiple city-based warehouses. These hubs act as regional distribution centers, enabling quicker deliveries to urban metros and even Tier II and III cities.
Leveraging Amazon’s state-of-the-art logistics infrastructure, Earth Rhythm transitioned from 3-day deliveries to next-day shipping and, in some cases, same-day delivery.
One of the biggest challenges in logistics is handling sudden demand surges, especially during peak sales seasons. The brand addresses this by outsourcing overflow to third-party delivery partners during high-demand periods.
Transparency isn’t just a value for Earth Rhythm—it’s their winning strategy. From influencer collaborations to ingredient education, the brand ensures customers are always in the loop.
Collaborating with bloggers and wellness experts, the brand uses relatable, user-generated content to demystify its products. Think beauty tips that make the Ultra Defence Sunscreen feel like a personal recommendation, not a sales pitch.
Ingredient transparency sets the brand apart. Labels and online platforms detail every active component—like niacinamide or shikakai—explaining exactly what they do and why they matter. It’s skincare meets education, building trust at every turn.
Nykaa’s acquisition of a majority stake in Earth Rhythm wasn’t just business—it was strategic. Here’s why Nykaa placed its bets:
Sustainability Matters: Earth Rhythm’s plant-based, 99% plastic-free ethos aligned perfectly with Nykaa’s commitment to responsible beauty
Differentiated Offering: With clinically-backed formulations and unique positioning, Earth Rhythm stood out in a crowded market
Rapid Growth Potential: Nykaa first acquired an 18.6% stake in 2022, followed by an additional 39% stake for INR 44.5 Cr in 2024, making Earth Rhythm a subsidiary.
“Earth Rhythm has a very differentiated positioning that complements Nykaa’s portfolio. It’s sustainable, inclusive, and designed for today’s conscious consumer,” said Falguni Nayar, CEO of Nykaa.
Earth Rhythm’s journey from a personal quest to a global skincare contender is a testament to the power of passion, innovation, and transparency. With a commitment to clean beauty, backed by rigorous R&D and a customer-first approach, the brand is not just redefining skincare—it’s setting new standards.
And, the brand’s growth numbers speak volumes.
Whether it’s through pioneering ingredient transparency, leveraging tech-driven personalisation, or fostering inclusivity, Earth Rhythm proves that beauty can be both ethical and effective.
For Shivam Soni, entrepreneurship wasn’t just a career choice—it was in his blood. Coming from a business family, Shivam always dreamed of building something impactful.
The mission was clear: deliver high-quality, trendy, and size-inclusive fashion at affordable prices. Unlike other brands that catered mostly to urban niches, Beyoung targets India’s vast Tier II-IV cities—with its unique blend of style, inclusivity, and affordability.
And, what a masterstroke it has been. In just 6 years since inception, Beyoung is making waves with exponential growth in revenue YoY.
🔥 INR 32.91 Cr Revenue In FY22
🔥 INR 56.28 Cr In FY23
🔥 INR 200 Cr In FY24 – a 4X leap!
🔥 Targeting INR 650 Cr GMV in FY27 with plans to open 300 offline stores
Shivam calls India’s Tier II-IV cities the brand’s “core market,” and for good reason.
By understanding regional preferences, leveraging localised marketing, and offering value-for-money products, Beyoung has tapped into an audience largely ignored by traditional fashion players.
Their legendary 4 t-shirts for INR 1,000 offer continues to intrigue customers.
But that’s not all – customers can mix and match sizes and colors to create their own combos.
Add to this their emphasis on plus-size inclusivity, customisable options and aggressive social media push, you have a recipe for mass appeal.
This strategy paid off, helping Beyoung:
💠 Build a customer base of 3 Mn+ with 90% of revenue coming from male shoppers
💠 Generate over 40,000 transactions per month
Behind every successful D2C brand is a solid tech backbone, and Beyoung is no exception.
Custom-Built Platform: Moving away from Magento, Beyoung now operates on a proprietary platform that ensures a seamless shopping experience
Data-Driven Decisions: Advanced analytics enable hyper-localised marketing, helping the brand decode regional preferences
AR On The Horizon: Plans to integrate Augmented Reality for allowing customers to visualize products before buying
This blend of innovation and customer-centricity has been instrumental in reducing returns and increasing conversions.
In 2024, Beyoung received a major boost with an INR 40 Cr funding round led by Klub and the Abu Dhabi royal family.
This strategic investment isn’t just about financial backing—it’s a seal of approval for Beyoung’s global potential. It paves the way to enter the GCC and MENA regions.
“This partnership will help us scale exponentially, reaching new heights domestically and internationally and touch base on our vision of launching 300 stores and achieve a GMV of INR 650 Cr by FY27,” said Shivam in an interview.
Starting with Bhilwara, Beyoung plans to open experience stores in Tier III cities while maintaining an online-first strategy for Tier I audiences.
“Our omnichannel approach is about balance—online for convenience, offline for experience,” says Shivam.
If there’s one thing Beyoung gets, it’s how to speak the language of its audience.
Enter YouTube superstar Bhuvan Bam, who joined as the brand’s inaugural ambassador in 2024.
With the campaign ‘Ab Bano Roz Stylish,’ Beyoung is hitting all the right notes to connect with its vibrant, trend-loving audience. Bhuvan’s quirky style and massive following are a perfect match for Beyoung’s mission of making everyday fashion accessible and fun.
Bhuvan echoed the sentiment, saying, “From basic styles to the latest fashion, Beyoung has it all. They’ve become my everyday fashion partner—now it’s your turn!”
From a family-led startup in Udaipur to a national fashion powerhouse, Beyoung is proof that ambition, strategy, and execution can create magic.
With its eye on the future and its roots in affordability and inclusivity, this brand is not just selling clothes—it’s rewriting the playbook of growth for fashion brands in India.
Their first venture, Waterwala, sought to streamline the delivery of water cans, but it failed to address deeper issues like contamination and quality.
Realising the market was crying out for disruption, the duo pivoted to launch DrinkPrime—a subscription-based service offering IoT-enabled water purifiers tailored to each locality’s water quality.
From its humble beginnings in 2016 to becoming a go-to solution for over 1 lakh subscribers, DrinkPrime has turned a personal struggle into a scalable, impactful business.
Let’s deep dive into how the brand cracked its subscription model and continues to grow with innovative tech, customer-centric strategies, and a mission to democratise safe drinking water.
DrinkPrime’s subscription model flips the traditional water purifier market on its head.
Instead of customers spending upwards of INR 20,000 on a device and an additional INR 4,000–5,000 annually on maintenance, DrinkPrime offers plans starting at just INR 339 per month, including free installation and lifetime servicing.
❇️ INR 339/month for individuals
❇️ INR 424/month for smaller households
❇️ INR 509/month, catering to families of four or more
❇️ INR 764/month, offering unlimited water for larger households
Unused water? It rolls over to the next month, ensuring value for money.
By removing hefty upfront costs and maintenance hassles, DrinkPrime made clean drinking water accessible to everyone—from urban millennials to tier-II households.
What sets DrinkPrime apart from generic RO purifiers is its IoT-enabled tech. By mapping the water quality in each locality, DrinkPrime ensures its smart purifiers reduce contaminants without stripping essential minerals.
Real-time data analytics allow the system to adapt to changing water conditions, ensuring consistent quality
Subscribers can manage everything through the DrinkPrime mobile app:
💠 Monitor water quality in real-time
💠 Recharge, renew, or cancel subscriptions with a few taps
💠 Track water usage and access 24/7 support
This seamless tech integration builds trust and convenience, making DrinkPrime a preferred choice for over 72,000 installations and 1 crore liters of water dispensed.
DrinkPrime’s operational brilliance lies in its revenue-sharing agreements with hardware manufacturers. By avoiding upfront manufacturing costs, the company maintains affordability while scaling rapidly.
Additionally, IoT sensors collect real-time usage and maintenance data, enabling predictive servicing to avoid downtime.
This data-driven approach helps optimise supply chains, reduce wastage, and provide proactive maintenance, minimising customer churn.
In a market crowded with technical jargon and confusing specifications, DrinkPrime’s marketing strategy is refreshingly simple: Promise safe drinking water.
Deliver it affordably.
Key messaging revolves around:
🔥 The dangers of plastic water cans (microplastics and health risks).
🔥 Comparisons to traditional RO systems in cost and efficiency.
🔥 Stories of real users and their journey to clean water with DrinkPrime.
The brand’s clear, relatable communication has turned it into a household name in metros like Bengaluru, Mumbai, and Delhi-NCR.
DrinkPrime’s journey began with solving a genuine consumer problem—access to affordable clean water. Understanding customer pain points has fueled its sustained growth.
IoT, real-time data analytics, and predictive servicing have positioned DrinkPrime as a leader in the watertech space.
Subscription models work when customers see consistent value. By eliminating upfront costs and maintenance fees, DrinkPrime keeps customers loyal.
From its CSR campaigns to sustainable practices, DrinkPrime proves that doing good can also be good for business. Its #DonatewithDrinkPrime CSR campaign provides safe drinking water to students in Bengaluru’s government schools.
DrinkPrime’s story isn’t just about clean water; it’s about the power of innovative thinking and relentless execution. From overcoming operational hurdles to building a scalable subscription model, the brand has emerged as a shining example of how D2C businesses can deliver impact alongside profits.
With less than 10% of Indian households owning water purifiers, the market potential is enormous. The founders believe investor interest in watertech reflects a broader trend of innovation and sustainability driving the sector.
Startups like DrinkPrime, armed with technology and consumer-first models, are poised to lead this transformation.
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